CASE STUDY Beyoncé's Beyhive-Honeybees and Killer Bees in Love with Their Queen Are you in the Beyhive? Dichard Beyoncé fans all over the have said something negative about their queen. Targets of world proudly claim membership in this group. They represent this ire have included journalist Piers Morgan, rapper Azealia one of the most dedicated fan bases anywhere. The passion that Banks, and talk show host Wendy Williams. 117 When fashion they have for their favorite pop star has helped build an empire designer Rachel Roy was suspected of having an affair with but has also led to some ugly encounters on social media. Beyonce's husband JayZthe unfortunate result was an attack Beyonce Knowles became famous as part of the '90/00s on Food Network star Rachel Ray. "Oh I loved hot chicken R&B group Destiny's Child. In 2003, she launched as a solo fajitas but I will never make them again after what you did artist, beginning a wildly successful career in both music you did to the Queen," wrote one member of the hive.118 and business. To date she has earned 22 Grammys and This level of passion may be connected to the personal she has been featured in several movies and numerous TV nature of Beyonce's music, much of which focuses on shows.107,108 Lemonade was the highest selling album the empowering women and helping them to feel fearless. This year it was released and it has sold over 2.5 million copies.109 deep connection can be uplifting, especially if you feel mar- In addition to her music and concert sales, she has leveraged ginalized, but it can also breed an extreme kind of loyalty. “A her fame for lucrative celebrity endorsements with L'Oréal, fan] might take an attack on Beyoncé as being an attack on Pepsi, Tommy Hilfiger, McDonald's, Samsung, American them," says Alice Marwick, an assistant professor of commu- Express, Nintendo, H&M, Toyota, and others. To nications and media studies at Fordham University. "They're An early foray into fashion, Deréon & Deréon, was going to play out that identity by coming to her defense."119 unsuccessful, but her latest, Ivy Park, is a big success. Ivy From a marketing standpoint, this fanaticism (we get Park is an "athleisure" clothing line, appropriate for Beyonce the word fan from "fanatic") can be highly beneficial. Many who is known for her extensive workout regimen. The label consumers will express their feelings for a brand in terms of includes running shorts, tank tops, and hoodies, and was love, and this is easier to do when the brand is a person. That launched with an inspirational video about the virtues of self- strong feeling enables a transfer of the feelings about one discipline, which the star narrated. "Il The week it launched, product to another the brand offers. An analysis of Ivy Park Ivy Park was the top-selling brand at Nordstrom.112 clothing sales at Nordstrom showed that about 40 percent Other ventures include WTRMLN WTR, cold-pressed of the people who bought at least one item from the new watermelon juice that the singer drinks while on tour, avail- clothing line had also purchased Beyonce's music, with about able for $40 for a 12-pack. 113 She has also invested in 22 25 percent of those having purchased Lemonade 120 Effective Days Nutrition, a vegan diet company, and in Tidal, an artist- marketing messages create a logical tie between products. owned music streaming company."14 These music, endorse- WTRMLN WTR is made from bruised or misshapen water- ment, and business ventures helped put her at number 38 on melons, echoing Beyonce's motif on Lemonade (making Forbes" list of America's Richest Entrepreneurs Under 40. lemonade from life's lemons). with a net worth of $290 million. 115 As you learned in Chapter 6 and in this chapter, fan Like any good celebrity, Beyoncé gives credit to her groups serve as a subculture that can help to define the fans. And her fans are particularly passionate. Known as the extended self, making a statement about who one is in society Beyhive (pronounced "beehive"), this group is both the pro and who one is not. Beyonce's Beyhive is a strong example moter and defender of all all things Beyoncé. The grassroots of this and will undoubtedly continue to create buzz on social movement even has its own taxonomy, with Worker Bees media, helping to propel the artist to even greater levels of who serve as amateur journalists, Honey Bees who focus on artistic and business success. praising the artist, and Yellowjackets, the seasonal Beyoncé fans (that hard-core fans disdain). But most dangerous are DISCUSSION QUESTIONS the Killer Bees, who attack online anyone who dares to diss the Queen Bee. 116 Saturday Night Live spoofed this fan CS 7-1 Discuss how Beyoncé fans—the Beyhive-connect passion in their sketch The Beygency (www.youtube.com/ with your understanding of the role of consumer watch?time_continue =3&v=rGxe831XgJg), identity and lifestyle marketing. Are there particular The Beyhive lives on the internet in a series of forums personality or lifestyle characteristics that members and social media sites. On these sites, fans can share what of the Beyhive share? they love about Beyoncé, photos of concerts or artist "sight- CS 7-2 Describe Beyonce's brand personality. How does it ings," and rumors about upcoming events or albums. But they compare with other celebrity brand personalities with also use the internet to put down anyone who is perceived to which you're familiar?
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